Paris 2024 is widely acknowledged to have been a landmark for ‘Olympic Influencers’. With the International Olympic Committee relaxing the rules relating to social media activity by athletes, the likes of Ilona Maher and Fred Richard have emerged as global stars this summer – alongside more seasoned celebrities like Simone Biles. This trend has been given further momentum by broadcast rights holders such as NBC and Warner Bros Discovery also increasing their use of social media influencers.
If there’s a question around Olympic Influencers, it is whether they can continue to keep their social fans interested in them now that the main event is over. Is their success completely tied to the prowess of their Olympic performance – or can they move beyond this sphere of activity and build viable long term business models?
One star who seems to have proved it is possible is likeable British diver Tom Daley, who picked up his latest Olympic medal at Paris 2024. Daley, who debuted at the Beijing 2008 Olympics aged 14, has carefully crafted a digital first image that is no longer simply about his ability to plunge effortlessly into a swimming pool.
Initially centred on his love of knitting, Daley has now built a sizeable audience on Instagram (4 million), TikTok (1.6m) and YouTube (1.2m). This in turn has provided a platform for his new knitting/media business Made With Love.
Post Paris 2024, Daley has shown how it is possible for Olympic Influencers to segway into other streams of activity. Working with Wieden+Kennedy, Daley has just partnered with Pernod-owned Malibu on a responsible drinking campaign.
Using the tagline ‘Don’t Drink and Dive’, Daley and W+K created a short film that has already racked up thousands of views on Malibu’s YouTube channel. At the same time, Daley launched a collection of Made With Love knitted beachwear that sold out as soon as it went online. All proceeds go to charity, the Royal Life Saving Society UK.
Daley works with influencer agency YMU, whose CEO Mary Bekhait said “the
quirky campaign has it all”. Aside from exposure for Malibu, a boost for Daley’s brand and financial support for a worthy charity, she said the campaign delivers “a serious message, as 1 in 4 drownings involve alcohol. With the height of the summer season, it’s timely to get people talking, thinking, and drinking differently around water.”
Liam Murphy, brand director for Malibu in the UK, said: “We have been blown away by the initial reaction to this campaign and we can tangibly see how well Tom has resonated with Malibu’s target audience with merchandise already sold out.”
